Updated September 2026: Google Ads now calls what used to be ‘ad extensions’ assets. Assets include sitelinks, callouts, images, phone numbers, locations, business information and other content that can make a Search ad more useful and prominent.
What Are Google Ads Assets?
Assets are pieces of information Google can combine with your ads when they are relevant to the user, available space and auction context. They give users additional ways to interact with the business—for example, calling, opening a specific page, viewing a location or seeing a promotion.
Adding an asset does not guarantee that it will show every time. Google decides which eligible assets to serve for each auction.
Google Ads Extensions vs Assets
If you still see older tutorials referring to ad extensions, they are talking about the same general concept. Google changed the terminology to assets, so a 2026 account should be managed using the current asset names and reports.
Important Google Ads Asset Types
Sitelink Assets
Sitelinks send users to specific pages beyond the main final URL. Useful examples include Pricing, Services, Contact, Book Appointment, Case Studies or specific product categories.
Each sitelink should have a genuinely useful destination rather than four links pointing to the same homepage.
Callout Assets
Callouts highlight short benefits such as Free Delivery, 24/7 Support, Same-Day Service or No Setup Fee. Only use claims that are actually true.
Structured Snippet Assets
Structured snippets show a predefined header and a list of values. They work well for categories such as Services, Brands, Types or Destinations.
Image Assets
Image assets can make Search ads more visual. Use high-quality, relevant images that represent the real product or service. Google’s current Search best-practice guidance recommends providing a varied asset library and at least four unique image assets where image assets are relevant and available.
Call Assets
Call assets add a phone option to eligible ads. For lead-generation businesses, track call quality and duration so automated bidding does not optimize toward irrelevant or very short calls.
Location Assets
Location assets connect ads with business-location information, often sourced from a linked Google Business Profile. They are important for local businesses and can help eligible ads appear with location information across Search and Maps.
Price Assets
Price assets can show services or product categories with pricing. Keep them synchronized with the landing page to avoid misleading users.
Promotion Assets
Promotion assets highlight a genuine sale, discount or event. Make sure the promotion dates, code and eligibility match what the landing page says.
Business Name and Logo
Google can show verified business-name and logo assets with Search ads. These should represent the real advertiser and should not be used to imply affiliation with another brand.
Account, Campaign or Ad Group Level?
Assets can be attached at different levels depending on how specific they need to be:
- Account level: business-wide information such as general callouts or core locations.
- Campaign level: information relevant to one service/product group.
- Ad group level: very specific sitelinks or messages tied to one intent theme.
Use the most specific sensible level without creating unnecessary duplication.
Automated Assets
Google can create or serve certain assets automatically when it predicts they can improve performance. Audit automated assets regularly. Automation should support accurate business information—not invent offers or claims that are not on the website.
Assets and Responsive Search Ads
Responsive Search Ads are themselves asset-based. Google’s current best-practice guidance recommends providing multiple unique headlines and descriptions and using relevant additional assets to give the system enough high-quality combinations.
Avoid writing 10 nearly identical headlines. Variety should cover:
- Main service/product.
- Primary benefit.
- Proof/trust.
- Offer.
- Location where relevant.
- Clear CTA.
Should You Pin Headlines?
Pinning can be appropriate when legal, brand or compliance requirements demand fixed messaging. But excessive pinning reduces the combinations Google can test. Use it intentionally rather than pinning everything by default.
How to Measure Asset Performance
Do not judge assets only by whether they receive direct clicks. Some assets improve the ad experience even when the main headline receives the click. Review asset-level and campaign-level reporting, combinations, conversions and overall campaign performance.
Common Asset Mistakes
- Using outdated terminology and ignoring current asset reports.
- Adding sitelinks that all point to the same page.
- Using fake offers or expired promotions.
- Forgetting location assets for a local business.
- Adding a phone number without call-quality tracking.
- Using low-quality or unrelated images.
- Repeating the same message in every headline/callout.
- Leaving automated assets unchecked.
2026 Google Ads Asset Checklist
- Use all asset types that genuinely fit the business.
- Add useful sitelinks with unique destinations.
- Add truthful callouts and structured snippets.
- Add high-quality images where eligible.
- Connect calls and locations when relevant.
- Review business name/logo accuracy.
- Audit automated assets.
- Check asset reporting and conversion impact.
Final Takeaway
Google Ads assets in 2026 are not optional decoration. They are part of the ad system Google uses to assemble useful, context-specific Search experiences. Give the system accurate, varied assets—but make sure every asset reflects the real offer and supports the campaign’s conversion goal.